Tag Archives: evergreen content

Can Proper Content Curation Feed Your Thought Leadership?


Really good post from Schulyer Richardson at ContentEquaulsMoney on using content curation for thought leadership. The post is more of a point/counter-point take on using curation and is spot on in a lot of areas.

Aspiring thought leaders often stress over the idea of not being able to produce enough original content to satisfy the needs of their community. It can seem like an unrealistic goal to produce fresh, quality content all of the time; and quite frankly it is. But don’t fret, aspiring thought leader! Content curation can be your best friend. And while it has that going for it, it can also cheapen your reputation if used improperly.

That last part is critical. Curation done poorly can harm your reputation if you’re not adding value. But what is value? For example, does the DrudgeReport add value? How about Techmeme? Isn’t just the fact that these sites highlight content value itself?

I’d agree/disagree (kind of like a politician) on another point in the story. The “make it timely” or that is you’re content should have immediacy and relevancy. While it is highly effective to make sure your content is about the current trends it’s not always necessary. Instead of trying to be a real time curation expert what if you could consistently find timeless things to share (evergreen content)? If you follow sites like UpWorthy (and the various other sites that have popped up) you see this model in action. Often they can take something years old, repackage it, and release it for huge traffic gains. Say what you will about these sites but why can’t you do the same thing? I’d argue you should be doing the same thing.

That’s just some of my initial thoughts after reading this. It’s well worth a read and provides one of the best and quickest overviews of curation I’ve seen.

Image courtesy of contentequalsmoney.com

5 Reasons Content Marketing Is a Must for Your Next Trade Show

Janise Fryatt wrote a great piece on how event planning and content marketing are a perfect match.

Successful trade show marketers understand the value of both building relationships and providing useful information about how their products solve customer problems.

Here’s the five reasons why content marketing is a must for your next trade show:

1. It builds SEO (Search Engine Optimization)
2. It builds thought leadership, credibility and trust
3. It encourages third-party recommendations
4. It creates leads who are more sales-ready
5. It works year-round

I can’t disagree with any of those. Integrating content marketing with any trade show solves one of the biggest challenges people or brands have when creating content… what type of content should I/we create?

The time leading up to a trade show is usually filled with tons of great ideas on marketing, promotions, and how to reach your target market. Seldom do all these ideas get used in the trade show. Instead of letting those ideas sit on the shelf use them. Create content around them. Get your audience engaged and excited about seeing you at the show. Tell consistent stories leading up to the show that will get people curious and wonder what you have  planned.

Also remember content marketing doesn’t stop during or after the show. You should go into the trade show with the plan to create content during and that will last for months after. While this is a little bit more effort it’s well worth it and usually the content you can capture at trade shows you can’t get anywhere else.

Click the story below get more detail on each of the 5 tips.

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Image courtesy of cvent.com

Are These the 4 Quadrants of a Content Marketing Plan?

I came across this post from CMI and thought it was spot on. The lead quote and the image that accompanies is something that I think anybody employing content marketing should really understand. Let’s break it down a bit.

The consumer attention span is about the size of a gnat right now. We move on to the next thing super, super quickly. So it’s really important to be topical and relevant.

I see attention span only decreasing as more and more distractions will enter our daily lives, especially as younger generations embrace this near instant technology.

So when we take about being topical and relevant that means clearly defining your value and your niche your serving. This is important not only in content in general but really important in curation.

At the same time, our industry has been going down this real-time marketing train. We’re all trying to be more and more real-time, which tends to be, in large measure, sort of chasing whatever is happening and trying to attach yourself to it, which might be topical but not relevant to your brand.

This is true but the challenge I’ve always had with this is does this really convert? We’ve found that a mix of 40% what I would call real time content with a 60% focus on evergreen works really well.

So I think it’s the push-pull of, ‘How do I remain agile enough to be topical but at the same time staying relevant and true to what it is you’re trying to communicate and build for our brand?’

This is the challenge you face even if your not a brand. A big mistake I think people make is injecting pop culture into their content to force some form of relevancy.

That’s where I think the graphic here really defines a well rounded strategy. An exercise worth doing is taking these 4 quadrants of content (produced, evergreen, execution, and perishable) and mapping where you currently are. Also map where you would want to be. Then map it back to what you can really execute.

It’s also interesting that they placed curation in the evergreen/executional quadrant. I’d agree because good curation can stand the test of time (that is unless your curating to an audience that is fed by the latest and greatest, E.X. celebrity gossip).

Good stuff here, read more below:

Image courtesy of contentmarketinginstitute.com